Ustream to Power Social TV-Enabled Live-Streaming "Backstage Live" Show at Primetime Emmy Awards

--Host Jimmy Fallon to Incorporate Viewer Tweets into his Emmy Presenter Introductions

The Academy of Television Arts & Sciences said Wednesday that its Emmys.com Web site, NBC.com and social TV-enabled live video streaming company, Ustream (note: the latter offers users of its service a social TV experience via its Social Stream capability, which enables real-time interactions through Twitter, Facebook, MySpace and AIM integrations), are partnering to offer exclusive live-streaming behind-the-scenes coverage of the 62nd Primetime Emmy Awards, which will take place this Sunday (5:00-8:00PM Pacific, 8:00-11:00PM, Eastern).

According to the Television Academy, seven cameras positioned in various areas backstage at the Emmys will "eavesdrop" and capture "exciting moments" and "candid reactions from television's biggest stars." Online viewers will, among other things, be able to see nominees, presenters and performers prepare to take the stage, the Academy says. The online coverage will also feature a live "Thank You" camera where, in the Academy's words, Emmy winners will be able to "express their emotions and continue their speeches once they leave the stage."

The live-streaming backstage show, entitled "Backstage Live @ the Emmys," will be produced by David Neal--who most recently produced the Primetime show and the Opening Ceremony during NBC's coverage of the 2010 Vancouver Winter Olympics--and will be accessible via Emmys.com, NBC.com and Ustream.com. "I am thrilled to be a part of this innovative move by the Academy and NBC to take viewers backstage live at the Primetime Emmys," Neal said in a prepared statement. "There is so much spontaneous action taking place behind the curtain, which will make an ideal online companion to broadcast." Added Television Academy chairman and CEO, John Shaffner: "The live streaming that will take place at the Emmys this year will provide our audience with an enhanced viewing experience that will run concurrently with the telecast. With more and more viewers using the Internet while they watch television, we believe the live streaming across these multiple platforms will allow viewers an all access look at television's biggest night."

In addition to the new backstage show, Ustream will power a live-streaming red carpet show that will be available on Ustream.com, NBC.com, Emmys.com and AccessHollywood.com, starting at 4:00PM Pacific/7:00PM Eastern, Sunday. According to the Academy, the show's host--AccessHollywood.com's "Dish of Salt" correspondent, Laura Saltman--will answer viewer questions live during the broadcast: viewers can submit questions via the NBC.com Emmys Web site (http://www.nbc.com/emmys) or via Twitter (@emmys10). 

In related news: 62nd Primetime Emmy Awards host, Jimmy Fallon, is inviting members of the public to use Twitter to submit their own 140-word introductions for up to 15 of the ceremony's presenters. Fallon will then read his favorite viewer-submitted introduction for each presenter as that presenter takes the stage.

NBC's Emmys Web site explains in more detail how this interactive/crowd-sourced promotion will work: "Here's how to do it: Once you've signed into your Twitter account, click on one of the presenter names [listed in buttons on the NBC.com Emmys Web site]. For example, let's say it's Jon Hamm. As you click his name, you'll see Jon Hamm's name automatically shows up in your tweet. Now just fill in something about Jon directly following his name. It could be 'Jon Hamm is the handsomest Mad Man ever' or 'Jon Hamm can sell me stuff anytime' or whatever. It's totally up to you. You will notice '#imontheemmys' will be included in your tweet as well. Don't delete it! This is called a 'hashtag' on Twitter and allows for groups of tweets with the same hashtag to be viewed as a list. Including the #imontheemmys hashtag will not only help us find your Tweet but it will also allow you to see what other people are tweeting about the presenters as well. Jimmy and our staff will be reading and choosing tweets up to and during the live 2010 Emmy Awards."

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